Skip to main content

Target debuts its new plus-size fashion line – with help from some vocal critics

  • Author:
  • Updated:
    Original:

Target has revealed a new fashion line for plus-size customers – and has enlisted some of the company's fiercest critics to launch it.

The Minneapolis-based retail giant announced the launch of its first private-label clothing line in seven years, AVA & VIV, which is designed specifically for plus-size women and will be available both in stores and online.

Clothes will cost between $10 and $79.99 and be in sizes from 14W to 26W and X to 4X, according to Cosmopolitan. The new line will be in stores in mid-February and new designs will be released every month.

The new line will feature almost 90 pieces ranging from tops and pants, to swimwear and dresses, the Star Tribune reports.

Criticism of Target's plus-size options

The chain has been under fire for months over its plus-size options.

The most recent came when it was revealed plus sizes for its upcoming Lilly Pulitzer collection will only be available online.

To launch AVA & VIV, Target invited top plus-size fashion bloggers Chastity Garner, Nicolette Mason and Gabi Gregg to preview the line. The three have been among the leading voices in calling for retailers to offer more size choices.

Target has denied that the move was taken in response to the criticism it had received, telling Styleite that good business sense was behind the decision.

No more boycott?

Funny enough, one of the bloggers actually boycotted the bullseye last year.

The California-based Garner, who has more than 68,000 followers on Instagram, hit the headlines last August when she announced a boycott of Target after learning a new designer partnership it had announced would not cater to plus sizes, the Star Tribune reports.

This embed is invalid

But the boycott appears to be over, with Garner describing it as a "big step in the right direction" on her website.

Next Up

Willmar Police Department

Police: Suspect arrested in Willmar after firing gun at officer

The incident led to a manhunt that lasted into early Sunday morning.

Monti Ossenfort

Vikings lead off general manager interviews with Monti Ossenfort

Several candidates will interview for the job this week.

Payton Willis

Gophers' rally comes up short, lose to Iowa

The Gophers came back from a 23-point deficit but couldn't complete the comeback.

pixabay-fire-truck-side-close

Firefighters respond to smoke-filled cabin to find man asleep inside

A wood stove was determined to be the cause of the smoke.

snow plow msp airport

MSP snowplow drivers reach contract agreement after threatening strike

Teamsters Local 320 reached an agreement with the Metropolitan Airports Commission Saturday.

Kellen Moore

What you should know about the Vikings' head coach candidates

Seven candidates were revealed on Saturday morning.

20211010_Vikings_Lions_REG05_1119 (2)

What is the next Minnesota Vikings GM inheriting?

A look at the strengths and weaknesses of the Vikings' roster and situation

ambulance

Man dies after being 'punched in the head' during altercation in Duluth

A 46-year-old man is in custody and facing 1st-degree manslaughter charges.

Deion Sanders

Deion Sanders says Zimmer, Spielman hadn't spoken 'in months'

Sanders' comments revealed some of the Vikings' issues last season.

police tape, crime scene

Brooklyn Park man pleads guilty in 2020 fatal drive-by shooting

Devon Manley will be sentenced to life in prison with the possibility of parole after 30 years.

Related